When I began researching and writing my Arcadia Publishing book “Hollywoodland” almost five years ago, standard gossip stated that developers constructed the giant Hollywoodland sign in July 1923 as a billboard promoting the development, all with no documentation or backup. Neither the Los Angeles Times nor the Los Angeles Examiner ran such a story at the time, nor did any book. I even fell into the trap of believing something without legitimate sources backing it up.
After examining the subject over many years, I can safely say that Hollywoodland developers created their massive billboard in late November and early December 1923, thanks to multiple sources placing its construction at that time. There was no story in any newspaper the day it was completed, but Hollywoodland publicity chief L. J. Burrud immediately employed the mass media to publicize it and the development in big ways. Copying tactics from his past, adman Burrud developed stories of interest to newspapers, magazines, and newsreels, spreading the story of the glamorous hillside development across the United States.
“Hollywood Celebrates the Holidays” by Karie Bible and Mary Mallory is now available at Amazon and at local bookstores.
